Client Case • THE VALUE FACTORY
From 2 to 12 million emails per month…
The case of TheValueFactory with Mindbaz
Since TheValueFactory joined Mindbaz in 2016, database optimization has been a key focus. They came to Mindbaz with a clear goal: to improve the management of their databases.
“With Mindbaz, our goal is to be efficient with the databases we manage, always making sure everything is set up properly and done the right way, while respecting and taking care of the users in each database.” – Inês Guimarães
Inês Guimarães, COO of Monetization at TheValueFactory, shares her 8-year experience with Mindbaz.
One email strategy, four pillars
Inês implemented a database management plan that also helps her optimize her email strategy in collaboration with Mindbaz’s email experts.
This action plan is built around four key areas:
Segmentation based on the lead collection theme
The relationship between TheValueFactory and its clients is built on the quality of the campaigns sent.
For this company, it’s essential to understand why users signed up through the acquisition form in order to deliver relevant campaigns.
“Segmentation is a key strategy to drive performance and avoid complaints related to offers that don’t match the target audience. We believe good segmentation increases the relevance of our emails and improves customer satisfaction.”
Inês Guimarães
COO Monetization TheValueFactory
Deliverability Optimization
Deliverability is one of the key metrics in their sending strategy. That’s why Inês implemented a routine based on a once-a-day sending frequency at a specific time.
“We don’t want to overwhelm our contacts. That’s why we decided to send our campaigns every day at 1 a.m. This method has proven to be effective—and the numbers speak for themselves.”
Additionally, TheValueFactory has a dedicated deliverability manager responsible for analyzing send statistics for each campaign, adjusting sending volumes, and monitoring the performance of each segment.
Database Cleaning
Inês understands the importance of good database hygiene for the success of her campaigns.
“Cleaning a database is essential before starting to manage mailings. Clean data is the key to the success and profitability of our campaigns.”
That’s why the deliverability manager is directly responsible for checking the hygiene of the databases before every send. This includes:
- Identifying and removing invalid email addresses
- Eliminating duplicates
- Isolating inactive contacts
- Frequently updating subscriber information
The Right eCPM per Market
One of TheValueFactory’s main goals is to find and maintain consistent performance across its databases.
“eCPM is very important to our strategy. We always aim for a minimum CPM in our email campaigns to ensure they are profitable. It’s the balance between revenue and deliverability. That’s essential for maintaining trust in the databases we manage. We know that in the long run, it benefits both us and our clients.”
Scaling Up to 12 Million Emails Sent per Month
TheValueFactory’s strategy paid off.
Thanks to the profitability of their databases, they decided in May 2024 to scale up their sending capacity with Mindbaz.
“We increased our sending volumes from 2 million to nearly 12 million emails per month. If results remain this positive, we’ll keep scaling up and further strengthen our business relationship with Mindbaz.”
Support focused on performance
Since 2016, TheValueFactory has chosen Mindbaz as its email campaign delivery platform.
“We chose Mindbaz for its strong reputation in the monetization space, but also for the solid relationships it builds with clients. Their unwavering support has been key to our growth.”
Inês highlights the importance of the Mindbaz team,
“Whenever we face a deliverability issue with a webmail provider, the Mindbaz team reaches out quickly and helps us. Their expertise is crucial to our strategies. They’re always up to date with email trends and developments.
The platform works well. It meets our needs and comes with an amazing team.”
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Crédit photo : Inês Guimarães
A look at international growth
“Right now, we have a total of 11 databases with Mindbaz. A few months ago, I decided to scale up our sending volume with Mindbaz, and I don’t regret it.”
As of today, TheValueFactory runs email campaigns in France and has recently started expanding into the Italian market. The goal is to continue monetizing their databases by entering new countries—always with Mindbaz by their side.
Ongoing Email Marketing Education
Inês Guimarães has been passionate about email marketing for 13 years and stays motivated to keep learning every day.
“I love learning everything related to email marketing. I’m subscribed to all the Mindbaz resources. I read every LinkedIn post, and I pay close attention to deliverability tips. Continuous learning is crucial in this field.”
Discover more Mindbaz customer stories:
M6 Communication
Sandra Saeckinger Gabory, Email Project Manager at M6, constantly challenges her ideas to boost the group’s return on investment.
Looking for the perfect tool to send email campaigns while improving deliverability rates, she successfully chose Mindbaz.
Radins.com
Antoine Aillard, Head of the Intenders Division at Radins.com, has been using Mindbaz since 2012.
With high standards, he’s committed to getting the best performance from his email campaigns. The personalized experience offered by Mindbaz helped him reach his goals.
Fomento
Alessandro Gherardi is the founder of Fomento, an international iGaming network. While the Fomento team has no trouble converting its targets, they need to be 100% confident in the effectiveness of their email campaigns.
They chose Mindbaz for its high deliverability rates—even with large-scale campaigns—and its powerful segmentation tool.
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